The Ultimate Guide to Account-Based Marketing (ABM) with Sales Navigator
Posted: Thu Jan 23, 2025 9:32 am
Your potential customers' attention is diluted between your incessant emails, your competitors' streams, and often their lack of relevance or timeliness.
The work of your sales and marketing teams is becoming increasingly difficult, which can lead to burnout, loss of confidence and a drop in collective performance.
But how can you survive with outbound when you’re convinced it’s the most relevant channel, still delivers decent results and you want to retain the power and ROI of cold outreach?
By the end of this article, you will be able to implement an ABM strategy in your company with the right mix of theory and execution. On today's menu:
What is Account-Based Marketing (ABM)?
Account-based marketing is the shift from a mass “lead” approach to an “account” or “sector” approach ⇒ Instead of sending campaigns to thousands and thousands of leads, we will choose x companies (aka “the accounts”) to reach in the pr directors email list quarter. As the name suggests, this is precisely “account-based marketing”.
Expert advice
The prerequisites of an ABM strategy:
Create a list of companies you want to target in a given quarter
Understanding how these companies work and who the decision makers are
Being able to create specific marketing for each company
Create specific launches for each bread of each company
Be able to create specific sequences for each company
Be present at as many contact points as possible, with as many people as possible, and use different channels for each company.
Have at least one person in sales and another in marketing.
What are the advantages of ABM?
Getting the most data on accounts and leads => Imagine knowing everything about the people you're targeting: the latest news, the return on investment of every euro of your marketing budget, your entire technical stack and, most importantly: the composition, hierarchy and decision-making cycle of your team.
Merge Outbound & Inbound efforts ⇒ Offer high value-added content specific to leads (video, study, use case, personalized demo…) ⇒ Establish a nurturing process
Aligning Sales and Marketing teams => The biggest challenge with Account-Based Marketing is ensuring that Sales can communicate your needs to Marketing as much as possible and that Marketing can create content.
And of course, significantly increase the response rate and the number of appointments generated, since the messages and sequences will be practically written for this list of potential clients.
The work of your sales and marketing teams is becoming increasingly difficult, which can lead to burnout, loss of confidence and a drop in collective performance.
But how can you survive with outbound when you’re convinced it’s the most relevant channel, still delivers decent results and you want to retain the power and ROI of cold outreach?
By the end of this article, you will be able to implement an ABM strategy in your company with the right mix of theory and execution. On today's menu:
What is Account-Based Marketing (ABM)?
Account-based marketing is the shift from a mass “lead” approach to an “account” or “sector” approach ⇒ Instead of sending campaigns to thousands and thousands of leads, we will choose x companies (aka “the accounts”) to reach in the pr directors email list quarter. As the name suggests, this is precisely “account-based marketing”.
Expert advice
The prerequisites of an ABM strategy:
Create a list of companies you want to target in a given quarter
Understanding how these companies work and who the decision makers are
Being able to create specific marketing for each company
Create specific launches for each bread of each company
Be able to create specific sequences for each company
Be present at as many contact points as possible, with as many people as possible, and use different channels for each company.
Have at least one person in sales and another in marketing.
What are the advantages of ABM?
Getting the most data on accounts and leads => Imagine knowing everything about the people you're targeting: the latest news, the return on investment of every euro of your marketing budget, your entire technical stack and, most importantly: the composition, hierarchy and decision-making cycle of your team.
Merge Outbound & Inbound efforts ⇒ Offer high value-added content specific to leads (video, study, use case, personalized demo…) ⇒ Establish a nurturing process
Aligning Sales and Marketing teams => The biggest challenge with Account-Based Marketing is ensuring that Sales can communicate your needs to Marketing as much as possible and that Marketing can create content.
And of course, significantly increase the response rate and the number of appointments generated, since the messages and sequences will be practically written for this list of potential clients.